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The Industry Just Got New Mobile Location Data Guidelines

by Ad Age

Advertisers have been spending more money to use location data for targeting audiences and measuring whether their ads led people to physically visit stores. But with that increase in investment has come growing dissatisfaction with a lack of standards in the area.

The new 45-page set of guidelines spell out how companies providing location data should ensure its accuracy and how they should explain their methods to marketers. To prevent conclusions that thousands of people spend all day at a Starbucks when it just happens to occupy the ground floor of an office building, for example, the guidelines suggest accounting for altitude, not just ground-level location.